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Paw creates insurance service brand

Branding group Paw has designed a complete identity for Churchill Insurance Consultants’ new sub-brand, Property Owners Insurance Service, to be known as Poise, which launches today.

The Hertfordshire-based consultancy won the contract in November 2007, having met Churchill to discuss a separate project, the design of a communications brochure.

After conducting research for the brochure, Paw developed a brief with Churchill to create a full brand identity that would show the ‘understated professionalism’ of the organisation, according to Paw director Paul Weinstein.

Paw coined the name Poise for the new brand, which delivers insurance services to property portfolio owners, property management companies, block management companies and other intermediaries.

The Poise identity will be rolled out across a website, e-shots, direct mail marketing and branded insurance forms.

Weinstein says, ‘We’re also about to do the brochure targeting property portfolio owners, that we were first appointed to do.’

According to Weinstein, Paw was given loose guidelines to work within, giving it creative freedom across much of the project.

‘Apart from taking our lead from the colour blue – Churchill iconography has a blue dominance – the guidelines didn’t go much further than that,’ he says.